{"title":"Welfare analysis of regulations on media platform advertising","authors":"Jiekai Zhang","doi":"10.1093/jeea/jvae032","DOIUrl":null,"url":null,"abstract":"This paper estimates the welfare effects of TV advertising regulation. I develop a structural model of demand and supply in which both the broadcast content and the amount of advertising are endogenously determined. My results suggest that more varied content, and, in particular, more educational content, can be offered in a laissez-faire equilibrium. Children and teenagers would watch more educational content as more of this type of programming becomes available. Total consumer welfare is higher in a laissez-faire equilibrium than that under the current advertising restrictions.","PeriodicalId":48297,"journal":{"name":"Journal of the European Economic Association","volume":"120 1","pages":""},"PeriodicalIF":3.9000,"publicationDate":"2024-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of the European Economic Association","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1093/jeea/jvae032","RegionNum":2,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ECONOMICS","Score":null,"Total":0}
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Abstract
This paper estimates the welfare effects of TV advertising regulation. I develop a structural model of demand and supply in which both the broadcast content and the amount of advertising are endogenously determined. My results suggest that more varied content, and, in particular, more educational content, can be offered in a laissez-faire equilibrium. Children and teenagers would watch more educational content as more of this type of programming becomes available. Total consumer welfare is higher in a laissez-faire equilibrium than that under the current advertising restrictions.
期刊介绍：
Journal of the European Economic Association replaces the European Economic Review as the official journal of the association. JEEA publishes articles of the highest scientific quality and is an outlet for theoretical and empirical work with global relevance. The journal is committed to promoting the ambitions of the EEA: the development and application of economics as a science, as well as the communication and exchange between teachers, researchers and students in economics.
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